Welcome to Currents

Welcome to Currents, Rosetta’s official blog. We are dedicated to helping our clients and business partners pilot, invent and build more effective interactive sales and marketing solutions for the connected world in which we all live. Currents will provide observations, insights, and best practices on sales and marketing challenges in the industries we serve. You can expect to engage with a wide range of Rosetta Team Members, from partners to interns, who will regularly share ideas on a wide range of topics; from bleeding edge interactive technologies to new interactive solutions focused on the classic set of sales and marketing challenges, to new insights on the drivers of consumer brand choice. We seek to provide each of our readers with new ways to think about their most challenging problems and in so doing show you a bit more of how we think, who we are and our passionate pursuit of transforming sales and marketing for the connected world.

For those of you who are learning about Rosetta for the first time through this blog, or are seeking insights relevant to your industry, allow me to provide a brief history of our journey and qualifications to date.

First, we are NOT the language company. We do however share the icon of the Great Rosetta Stone as our brand. When I founded Rosetta in 1998 with Kurt Holstein, we set out to redefine how to develop and translate deeper consumer insights into more effective sales and marketing solutions that drive material business impact. As former brand managers, we believed that if we could help our clients develop a better understanding of demand, that is the underlying drivers of brand choice and category usage, we could then build breakthrough solutions designed to make brands personally relevant to their most valuable consumers.

In the early years we developed, patented and mastered a way to create actionable segmentations. You might be wondering what I mean by actionable. Traditionally, segmentations had been an interesting set of insights, but their value was locked away in a PowerPoint deck, because there was no way to translate the structure to the real world of customer experience, CRM/loyalty, search and media. Our breakthrough came in the early years when we were able to create segments (or Personalities (R), as we call them) on the basis of the underlying needs, attitudes and behaviors that drive brand choice and category usage. By creating segments on this basis and then building a set of translation tools, we were able to deploy our Personality based segmentations structures to each of the elements of the marketing mix to great success. This led us to build out and acquire the expertise of a full service interactive agency. Now 800+ Personality segmentations later, Rosetta has built one of the most talented teams of professionals in the industry that is 1200+ strong across 9 offices. We have become a leading interactive agency and recently joined the Publicis family in order to globalize our value proposition.

I hope you become a frequent reader of our blog and look forward to hearing from you on the topics that are most interesting and helpful to you and your organization.